It has a new brand-edit featuring labels such as Champion, Tommy Hilfiger and Diesel.Sports Direct is investing heavily into its new stores. The big four auditing firms have turned down the role, citing conflicts of interest. Mike Ashley’s company to put name change to shareholders at London meeting next monthMike Ashley’s Sports Direct International, which has attracted criticism from politicians and investors over working conditions and its approach to business, has announced plans to rebrand itself as The retail group, which has a market value of £1.8bn, said it was seeking to elevate its image beyond the sportswear through which the billionaire chief executive made his fortune.Shareholders will vote on the name change at a general meeting in London on 16 December. Labour to urge HMRC to investigate Sports Direct pay levelsSports Direct managers accuse firm of making them work on furloughSports Direct's Mike Ashley apologises for poor Covid-19 actionsSports Direct says it is struggling to enforce Covid-19 rulesSports Direct staff facing uncertain future after pressure forces store closuresSports Direct says it will stay open amid coronavirus lockdownMike Ashley's Frasers Group snaps up stake in luxury brand MulberryMike Ashley: more House of Fraser stores likely to close This has seen dynamic implementation of our elevation strategy led by Michael Murray.”Victoria’s Secret's parent company, L Brands, is cutting its head office workforce…Manchester-based online fashion brand Manière De Voir has reported a 187% year…Chinese ecommerce firm JD.com has invested $100m (£76m) in sourcing giant Li &…Burberry has opened the doors of what it describes as “luxury’s first…Get full access to all the fashion industry news and intelligence you need Browse the archive of more than 55,000 articles, access bespoke in-depth research, read the daily and weekly newsletters in full, receive the print magazine (optional), and gain priority access to Drapers eventsWe use cookies to personalize and improve your experience on our site. We aspire to be an international leader in sports, lifestyle, and luxury apparel retail, by offering our customers a dynamic range of iconic brands. “From football boots to luxury fashion”: Sports Direct has unveiled a new 100,000 sq ft flagship in Thurrock that showcases its strategy to create the “ultimate shopping destination for the lifestyle consumer”.The Thurrock site is the latest in a series of new-generation stores that Sports Direct has been rolling out, marking the 19th flagship combining different fascias under one roof.Located on West Thurrock Way, adjacent to the Lakeside shopping centre, the store combines a Sports Direct, fashion retailer USC, and an Everlast gym, along side an adjacent branch of premium fashion retailer Flannels.The store features interactive elements such as a facility to record a 360-degree GIF when trying on a new outfit and an urban-inspired kids’ zone that features a selfie mirror. There are also plans for an e-sports arena.The shop includes a new area for streetwear and fashion concept USC, which was recently rebranded “US Collective”. Sports Direct defended its handling of the matter after the stock market closed on Monday.
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